BA (Hons) Marketing Communications

Program Overview

The BA (Hons) Marketing Communications program at Leeds Arts University provides an immersive and comprehensive undergraduate experience for individuals passionate about the strategic creation and delivery of compelling messages across diverse platforms. This program is meticulously designed to equip students with a strong foundation in marketing principles, branding, advertising, public relations, digital marketing, content creation, and strategic communication. It emphasizes the development of creative campaign strategies, critical thinking, analytical skills, and an understanding of the evolving media landscape and consumer behavior. Students are encouraged to explore innovative communication approaches, analyze industry trends, and develop effective strategies to engage target audiences and build brand loyalty. The program fosters a collaborative and industry-focused learning environment, preparing graduates for a wide array of roles within the dynamic and global marketing communications sector. Students will develop a substantial portfolio of marketing and communication campaigns, strategies, and analyses, showcasing their skills and understanding of the communication landscape.

Curriculum: The curriculum of the BA (Hons) Marketing Communications program at Leeds Arts University is structured to provide a comprehensive and progressive understanding of marketing and communication principles and practices. It typically encompasses core modules that delve into marketing fundamentals, branding and brand management, advertising strategies and creative execution, public relations principles and practice, digital marketing and social media, content creation and storytelling, marketing research and analytics, strategic communication planning, media planning and buying, and ethical considerations in marketing. A strong emphasis is placed on developing strategic thinking, creative problem-solving, and the ability to apply marketing and communication theories to real-world scenarios. Students will engage with industry-standard marketing and communication tools and platforms, exploring both traditional and digital channels. The curriculum often incorporates project-based learning, allowing students to work individually and collaboratively on developing integrated marketing communications campaigns, brand strategies, and communication plans. Critical analysis of contemporary marketing and communication strategies and industry trends is integrated throughout the program to provide a robust intellectual framework for creative practice. Students are also encouraged to explore niche areas within marketing communications and to develop their own unique communication perspectives.

Research Focus: The BA (Hons) Marketing Communications program at Leeds Arts University encourages a research-informed approach to marketing and communication practice, prompting students to explore the theoretical, historical, cultural, and technological aspects of the field. Research within the program often involves investigating consumer behavior, analyzing communication campaigns, exploring the impact of digital media on audience engagement, and examining the role of branding in building relationships. Students are supported in developing their own research interests and using marketing and communication projects as a form of inquiry. This might involve researching the effectiveness of different advertising appeals, analyzing the impact of social media on brand perception, or exploring the history of public relations strategies. The program fosters critical thinking and encourages students to base their communication strategies on sound research and analysis.

Industry Engagement: Industry engagement is a vital component of the BA (Hons) Marketing Communications program at Leeds Arts University, providing students with invaluable connections to the professional marketing and communications world. The university actively fosters relationships with advertising agencies, public relations firms, digital marketing agencies, in-house marketing departments, and media organizations. Students benefit from opportunities to participate in live briefs set by industry partners, workshops and masterclasses led by renowned marketing and communication professionals, portfolio reviews with industry experts, and potential internships or work placements. Guest lectures from leading marketers, brand managers, and communication strategists offer valuable insights into current industry trends, practices, and career pathways. The program often facilitates collaborative projects with external organizations, allowing students to gain real-world experience and build their professional networks. The university's strong location within a vibrant creative and business environment provides further opportunities for industry interaction. The university's dedicated careers service provides ongoing support in preparing portfolios, developing professional skills, and navigating the job market.

Global Perspective: The BA (Hons) Marketing Communications program at Leeds Arts University incorporates a global perspective by examining the international nature of marketing and communication and the diverse cultural influences that shape consumer behavior and communication strategies worldwide. The curriculum often explores global marketing campaigns, cross-cultural communication, the impact of globalization on branding, and the challenges and opportunities of marketing and communicating in different cultural contexts. Students are encouraged to consider diverse cultural perspectives in their communication strategies and to understand the complexities of the global marketplace. The presence of international students and faculty within the university fosters a rich and cross-cultural learning environment, promoting the exchange of global perspectives and ideas within the field of marketing communications. Students are encouraged to consider the global reach of brands and messages and to develop communication strategies that resonate with diverse international audiences, preparing them for careers in a globalized industry.